发布日期：2008年4月
摘要
Retailing in Morocco report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
目录及图表
Product coverage
Non-store retailing; Store-based retailing
Executive summary
Small independent stores are losing share to large retail outlets
The retail landscape in Morocco continues to be dominated by small independent stores. The review period saw a number of international brands enter the market, and witnessed the significant growth of a number of chains, thus independent retailers started to lose ground to supermarkets/hypermarkets.
On the other hand, specialist retailers selling one particular type of product still dominate Moroccan retail. Although mixed grocery retailers, particularly supermarkets and hypermarkets, have grown rapidly, sales of fresh produce is still dominated by specialist retailers such as butchers, bakers and greengrocers in the souks. Mixed retailing has also emerged in the non-grocery sector, but again is at its infancy in Morocco.
Economic growth boosted consumer confidence and spending
The Moroccan economy achieved a steady growth after its recovery in 2006, and continued to perform positively with a GDP growth reaching 5.6% in the first trimester of 2007 and therefore achieving a global economic growth of 1.9%, according to HCP (the national statistics office).
This was due to improving quality of macroeconomic management and reforms made to increase the global productivity of the economy, and its resilience to shocks such as rising prices of petrol and drought, which affected agriculture to a large extent.
All these factors impacted positively on consumer spending, especially on luxury and non-essential items such as durable goods, audio visual equipment, fragrances, toys etc and therefore driving growth in these retail sectors.
Better access to credit with more partnerships between retailers and banks
The number of financial cards in circulation increased by 23% to reach 3.5 million in 2007 (rose from 400,000 in the last five years) as a result of various joint partnerships between retailers and banks such as Wafa Salaf and Salafine as well as credit cards issuers such as Cetelem and Mastercard.
The recent opening of a new office for Visa International in Casablanca will play a crucial role in developing electronic payments in Morocco. There are more than 1.7 million Visa card holders in Morocco, registering a growth of 18.5% in one year (2006/2007)
Payment by cards has increased considerably with around 40% of purchases in hypermarkets now made using a credit card. As the purchasing power of most Moroccan consumers has not grown considerably, many consumers have opted to use credit, to the extent that legislation has now been put in place to fix a maximum interest rate on credit, to prevent households from running into excessive debt.
Store-based retailing continues to dominate although online sales growing
Throughout the review period, non-store retailing value sales remained very small compared to store-based retailing value sales. PC ownership is growing - 11% of households now have a personal computer – and access to the Internet is growing rapidly, with more than 450,000 subscribers by mid-June 2007. Subscription to Internet is growing rapidly at a rate of 37.2% compared to 2006, and by 221% since 2005.
Thus, internet retailing achieved the highest value growth, up 18% on 2006. This dynamic growth was driven mainly by higher confidence in web-based transactions after the creation of Maroc Telecommerce company (commerce service provider – CSP), whose main duty is to ensure safety of online payments as well as managing all online transactions.
Optimistic outlook for non-store retailing driven by internet
For the forecast period, it is expected that non-store retailing will continue to experience the fastest growth with a CAGR of 7.3% driven by internet retailing (with a CAGR 16% expected for the period 2007-2012).
Sales of consumer electronics are thriving via the Internet as they are much cheaper than those sold in stores, to the extent that companies selling electronic goods online are expanding considerably, and even companies that run stores opted for creation of an online sales option to boost sales - such as Microchoix and Hypertechmaroc.
New formats are also thriving via the Internet, especially cosmetics and women clothes. Direct sales are also expected to record dynamic growth with the entry of more players such as Christian Lay, while Oriflame and Avon are expanding their presence nationwide and targeting a wider consumer base.
Table of contents
RETAILING IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Small independent stores are losing share to large retail outlets
Economic growth boosted consumer confidence and spending
Better access to credit with more partnerships between retailers and banks
Store-based retailing continues to dominate although online sales growing
Optimistic outlook for non-store retailing driven by internet
KEY TRENDS AND DEVELOPMENTS
Economic growth boosted consumer confidence and spending
Grocery retailers expand into second-tier cities
Ethical retailing a new concept to gain consumer loyalty
Unprecedented demand for luxury items
Legal changes result in more franchises
Development of electronic payment drives spending
Trend towards larger retail formats drives growth in retailing surface area
MARKET INDICATORS
Table 1 Employment in Retailing 2002-2007
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2002-2007
Table 3 Sales in Retailing by Sector: % Value Growth 2002-2007
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2007
Table 5 Sales in Store-Based Retailing by Sector: Value 2002-2007
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2002-2007
Table 7 Sales in Non-store Retailing by Sector: Value 2002-2007
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2002-2007
Table 9 Retailing Company Shares: % Value 2004-2007
Table 10 Grocery Retailers Company Shares: % Value 2004-2007
Table 11 Grocery Retailers Brand Shares: % Value 2004-2007
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2007
Table 13 Non-Grocery Retailers Brand Shares: % Value 2004-2007
Table 14 Non-store Retailing Company Shares: % Value 2004-2007
Table 15 Non-store Retailing Brand Shares: % Value 2004-2007
Table 16 Forecast Sales in Retailing by Sector: Value 2007-2012
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2007-2012
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2007-2012
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2007-2012
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2007-2012
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2007-2012
APPENDIX
Operating environment
Cash and Carry/Warehouse Clubs
Table 22 Cash and Carry/Warehouse Clubs: Sales Value 2004-2005
Table 23 Cash and Carry/Warehouse Clubs: Sales by National Brand Owner: Sales Value 2004-2005
Table 24 Cash and Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2004-2007
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
AKWA GROUP - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Akwa Group: Key Facts
Summary 3 Akwa Group (Mini Brahim): Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Akwa Group: Competitive Position 2007
CASTORY BARGACH ET CIE - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Castory Bargach Et Cie: Key Facts
Summary 6 Castory Bargach Et Cie: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Castory Bargach Et Cie: Competitive Position 2007
CHAABI GROUP - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Chaabi Group: Key Facts
Summary 9 Chaabi Group: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 10 Aswak Assalam: Competitive Position 2007
COFARMA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Cofarma SA: Key Facts
Summary 12 Cofarma SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 13 Summary Cofarma SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 14 Cofarma SA: Competitive Position 2007
COMPTOIR MéTALLURGIQUE MAROCAIN - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Comptoir Metallurgique Marocain: Key Facts
Summary 16 Comptoir Metallurgique Marocain: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Comptoir Metallurgique Marocain: Competitive Position 2007
FINANCE.COM - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Finance.com: Key Facts
Summary 19 Finance.com: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 20 Finance.Com: Competitive Position 2007
HYPER SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Hyper SA: Key Facts
Summary 22 Hyper SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 23 Hyper SA: Competitive Position 2007
KITEA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Kitea SA: Key Facts
Summary 25 Kitea SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 26 Kitea SA: Competitive Position 2007
MARDIS SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Mardis SARL: Key Facts
Summary 28 Mardis SARL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 29 Mardis SARL: Competitive Position 2007
MOBILIA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 30 Mobilia SA: Key Facts
Summary 31 Groupe Mobilia: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 32 Mobilia SA: Competitive Position 2007
PLANET SPORT SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Planet Sport SARL: Key Facts
Summary 34 Planet Sport SARL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 35 Planet Sport SARL: Competitive Position 2007
SAHAM SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Saham SA: Key Facts
Summary 37 Saham SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 38 Saham SA: Competitive Position 2007
UNI CONFORT MAROC DOLIDOL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 39 Uni Confort Maroc Dolidol: Key Facts
Summary 40 Uni Confort Maroc Dolidol: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 41 Uni Confort Maroc Dolidol: Competitive Position 2007
HYPERMARKETS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 25 Hypermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 27 Hypermarkets Company Shares by Value 2004-2007
Table 28 Hypermarkets Brand Shares by Value 2004-2007
Table 29 Hypermarkets Outlets by Brand 2004-2007
Table 30 Hypermarkets Selling Space by Brand 2004-2007
Table 31 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
SUPERMARKETS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 33 Supermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 34 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 35 Supermarkets Company Shares by Value 2004-2007
Table 36 Supermarkets Brand Shares by Value 2004-2007
Table 37 Supermarkets Outlets by Brand 2004-2007
Table 38 Supermarkets Selling Space by Brand 2004-2007
Table 39 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DISCOUNTERS IN MOROCCO
HEADLINES
CONVENIENCE STORES IN MOROCCO
HEADLINES
OVERVIEW
FORECOURT RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 41 Forecourt Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 42 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 43 Forecourt Retailers Company Shares by Value 2004-2007
Table 44 Forecourt Retailers Brand Shares by Value 2004-2007
Table 45 Forecourt Retailers Outlets by Brand 2004-2007
Table 46 Forecourt Retailers Selling Space by Brand 2004-2007
Table 47 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 48 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
MIXED RETAILERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Mixed Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 50 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 51 Mixed Retailers Company Shares by Value 2004-2007
Table 52 Mixed Retailers Brand Shares by Value 2004-2007
Table 53 Mixed Retailers Outlets by Brand 2004-2007
Table 54 Mixed Retailers Selling Space by Brand 2004-2007
Table 55 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 56 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
HEALTH AND BEAUTY RETAILERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 58 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 59 Health and Beauty Retailers Company Shares by Value 2004-2007
Table 60 Health and Beauty Retailers Brand Shares by Value 2004-2007
Table 61 Health and Beauty Retailers Outlets by Brand 2004-2007
Table 62 Health and Beauty Retailers Selling Space by Brand 2004-2007
Table 63 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 64 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CLOTHING AND FOOTWEAR RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 65 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 66 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 67 Clothing and Footwear Retailers Company Shares by Value 2004-2007
Table 68 Clothing and Footwear Retailers Brand Shares by Value 2004-2007
Table 69 Clothing and Footwear Retailers Outlets by Brand 2004-2007
Table 70 Clothing and Footwear Retailers Selling Space by Brand 2004-2007
Table 71 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 72 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FURNITURE AND FURNISHINGS STORES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 73 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 74 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 75 Furniture and Furnishings Stores Company Shares by Value 2004-2007
Table 76 Furniture and Furnishings Stores Brand Shares by Value 2004-2007
Table 77 Furniture and Furnishings Stores Outlets by Brand 2004-2007
Table 78 Furniture and Furnishings Stores Selling Space by Brand 2004-2007
Table 79 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 80 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DIY AND HARDWARE STORES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 81 DIY and Hardware Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 82 DIY and Hardware Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 83 DIY and Hardware Stores Company Shares by Value 2004-2007
Table 84 DIY and Hardware Stores Brand Shares by Value 2004-2007
Table 85 DIY and Hardware Stores Outlets by Brand 2004-2007
Table 86 DIY and Hardware Stores Selling Space by Brand 2004-2007
Table 87 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 88 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DURABLE GOODS RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 89 Durable Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 90 Durable Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 91 Durable Goods Retailers Company Shares by Value 2004-2007
Table 92 Durable Goods Retailers Brand Shares by Value 2004-2007
Table 93 Durable Goods Retailers Outlets by Brand 2004-2007
Table 94 Durable Goods Retailers Selling Space by Brand 2004-2007
Table 95 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 96 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
LEISURE AND PERSONAL GOODS RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 97 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 98 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 99 Leisure and Personal Goods Retailers Company Shares by Value 2004-2007
Table 100 Leisure and Personal Goods Retailers Brand Shares by Value 2004-2007
Table 101 Leisure and Personal Goods Retailers Outlets by Brand 2004-2007
Table 102 Leisure and Personal Goods Retailers Selling Space by Brand 2004-2007
Table 103 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 104 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
VENDING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Vending: Value 2002-2007
Table 106 Vending: % Value Growth 2002-2007
Table 107 Vending Company Shares by Value 2004-2007
Table 108 Vending Brand Shares by Value 2004-2007
Table 109 Vending Forecasts: Value 2007-2012
Table 110 Vending Forecasts: % Value Growth 2007-2012
HOMESHOPPING IN MOROCCO
HEADLINES
TRENDS
INTERNET RETAILING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 111 Internet Retailing: Value 2002-2007
Table 112 Internet Retailing: % Value Growth 2002-2007
Table 113 Internet Retailing Company Shares by Value 2004-2007
Table 114 Internet Retailing Brand Shares by Value 2004-2007
Table 115 Internet Retailing Forecasts: Value 2007-2012
Table 116 Internet Retailing Forecasts: % Value Growth 2007-2012
DIRECT SELLING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Direct Selling: Value 2002-2007
Table 118 Direct Selling: % Value Growth 2002-2007
Table 119 Direct Selling Company Shares by Value 2004-2007
Table 120 Direct Selling Brand Shares by Value 2004-2007
Table 121 Direct Selling Forecasts: Value 2007-2012
Table 122 Direct Selling Forecasts: % Value Growth 2007-2012